Healthy Skepticism Library item: 3210

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Peay MY, Peay ER.
Differences among practitioners in patterns of preference for information sources in the adoption of new drugs.
Soc Sci Med 1984; 18:(12):1019-25

Abstract:

The major aim of this study was to identify coherent patterns in doctors’ preferences for potential sources of information about new drugs and the characteristics of the doctors who display them. One hundred twenty-four general practitioners and specialists evaluated and reported their use of a number of potential sources. Overall, commercial sources were cited more often than professional ones for providing first information about a new drug, but the reverse was the case when the doctor was actively considering prescribing it. The primary professional sources received more favourable evaluation than any of the commercial sources, but results suggest that usage does not necessarily follow the doctor’s opinion of a source. Relationships between reported use and evaluation reveal two coherent patterns of source preference: ‘journal’ and ‘commercial’. The commercial pattern is particularly sharply defined, identifying a subset of doctors who can be designated justifiably as ‘commercially-oriented’. Evaluation and use of particular sources varied with age and differed between specialists and general practitioners. Results indicate that differences in patterns of preference are systematically related to characteristics of the doctor in combination with the stage of the adoption process.

Keywords:
*analytic survey/Australia/primary care doctors/specialists/source of information/new drugs/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS Adult Age Factors Aged Comparative Study Drug Information Services/utilization* Drug Utilization Female Humans Male Middle Aged Physicians* Physicians, Family Private Practice Research Support, Non-U.S. Gov't

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909